So you wanna be on top?
This classic line from the America’s Next Top Model intro always runs through my mind when I think about winning at anything, but maybe that’s just me and Tyra Banks. The real, fundamental question for social marketers is this:
How do I use social to reach my brand’s goals?
The question seems simple at first, but it should be at the core of your social marketing efforts.
The first, foundational step of the social marketing process is defining and planning your social strategy.
Planning within social media marketing is composed of three key types of analysis:
Using just one of these components as a basis for social strategy is an ineffective way of operating and leaves out crucial information.
By combining all three, marketers gain a holistic view of their social landscape.
1. Audience Analysis
First, I do an audience analysis, which is the process of profiling, segmenting, and grouping people by demographics, interests, and behaviors.
In this stage, I will be able to answer questions like:
- Who are my brand’s active and influential followers and fans based on audience size, posting frequency, and engagement trends?
- Which partnerships can I develop to build trust and loyalty, and interact with up-to-now untouched audience segments?
- How should I modify my content creation, network preferences, and posting tactics to entice my audience segments?
- Why is my audience responding to my social content negatively, and how can I avoid this in the future?
- Which topics do my audience like to hear about?
2. Conversation Analysis
Next, I conduct a conversation analysis, which is the process of identifying and understanding conversations surrounding a brand, specific topics, or any selected area of interest.
I will be able to answer questions like:
- How much and how often are users engaging in conversation around a specific topic?
- What are the hot-button issues in my industry?
- Am I staying relevant with my social content?
3. Competitive Analysis
Finally, I run a competitive analysis, which is the process of looking at specific companies within a chosen industry or segment, focusing on their activities, benchmarks, and tactics to gain strategic insight.
My competitive analysis will help me answer questions like:
- Who are my industry competitors?
- Who are my aspirational social competitors?
- What are they doing?
How Do I Turn Insights into Strategy?
This is the big-ticket question, isn’t it? Download our Social Planning & Strategy Kit below to receive:
- The Three Fundamentals of Setting a Successful Strategy
- A guide focused on each of the planning fundamentals
- A process for planning that will shape your strategy